She championed cultural change to embed data-driven decision-making into the company’s DNA through key processes, including resource allocation, sales, strategic positioning, channel optimalization, omni-channel marketing, and digital customer and consumer experience (CX). Her mandate covered elevating commercial execution from being a back-office function to strategic value-driver underpinning independent, objective, decision-making, resource allocation decisions, achieving execution excellence and transforming digital customer and consumer engagement. This involved leading a team of c400 (250 onsite) through the transformation.